SEM success on desktop computers doesn't guarantee success on mobile devices. That much is clear. Rather than share tips or best practices for launching campaigns on mobile, here's a more practical guide for those who've already tried mobile and failed.
With these three fast fixes, all the most common mobile PPC problems can be mitigated or improved with relatively straightforward actions.
1. Not Enough Impressions. If the number of impressions your ads get is too low, the first thing to do is review negative keywords. If you have too many negative keywords, you could be blocking relevant traffic.
Next, make sure you have broad match keywords implemented. Traditionally, broad match keywords generate 7 percent more views than exact, so this can help you reach people searching variations of your keyword.
Also, check your budget or budget groups; perhaps your campaign is running out of budget too fast. This could be because your budget is too small or because one of the campaigns in the budget group spends money too fast, leaving all other campaigns with no leftover budget.
Lastly, adjust your bids. You may want to bid more aggressively to get more views. If your Web content has a low quality score, you will have to bid much higher than someone with a higher quality score to even compete. Experiment with bidding or automated bid solutions to see how you can get the most views for the lowest cost.
2. Not Enough Clicks or Low CTR. If impressions are high but no one is clicking your ad, scrutinize your ad content to improve clickthrough rate. The goal is to construct the message in the ads related to the keywords which trigger them. Adjust ad copy and run through the process your user would experience, from search to ad click to conversion. Remember that your ultimate goal is get a conversion/sale, so there should not be any disconnect between the message and what people typed in their search engine, what they saw on your ad and what was written on your landing page.
If your ad copy is creative, related to the keywords you are bidding for, and easily leads users through the conversion funnel but CTR is still low, try looking at adjusting negative keywords.
Maybe your broad match keywords, implemented to get more impressions, are too general and lead to ads with unrelated queries, which explains why few people are clicking your ads. In that case, analyze traffic and increase negative keywords to eliminate these queries.
Another strategy is to use other keyword formats, such as phrase or exact match. This will lower impressions but draw in more focused viewers and ideally increase your CTR.
3. Not Enough Conversions. If your CTR is fine, or even high, but you're not getting enough (or any) conversions, the first thing to change is negative keywords. Increase negative keywords to filter out audiences who may be seeing your ad for the wrong reasons and therefore not converting.
After increasing negative keywords, consider pausing some of the broad match keywords that were attracting irrelevant audiences. Next, test to see whether keywords with exact or phrase match types perform better. If ads with one match type are generating more clicks, adjust the match type across your campaigns to reflect that.
Lastly, and most importantly, check the content of the ads and landing pages—beyond just copy. Perhaps people are not converting on mobile because your product offering is extensive and users want more information and prefer a desktop experience to research before completing their transaction.
Or users might not convert because your mobile experience is confusing. If consumers are not sure where they can request information or buy your product, your conversions will be affected.
If you can't understand in 10 seconds what you are supposed to do on the landing page, then don't expect to get many conversions. Ask your colleague to check your landing page and see if it passes the 10-second rule.
The key to improving mobile campaigns is to put yourself in your consumer's shoes. Leverage analytics to see where customer pain points seem to be and configure, rewrite or reconceptualize your ads and campaigns to better connect with your target audience.